Biomedical Engineering Reference
In-Depth Information
Table 20.1
(continued)
Model
Endogeneity
Heterogeneity
Type of data
Key fi ndings
Parsons and Vanden
Abeele (
1981
)
Regression
Not accommodated
Not relevant
Monthly, one drug in the
prophylactic drugs
category, Belgium
Detailing effectiveness is moderated by
samples and handouts. Its overall
elasticity is positive, but smaller than
one
Rao and Yamada
(
1988
)
Diffusion
No
Yes
Monthly, 19 brands
prescribed by three
types of physicians, US
Detailing effectiveness increases as the
drug is rated to be more innovative and
when it is appropriate for a larger
range of ailments
Rizzo (
1999
)
Regression
Not accommodated
Not accommodated
Yearly data of 46 brands
in fi ve categories, US
Detailing systematically lowers price
sensitivity. Detailing elasticities
around 0.2
Rosenthal et al.
(
2003
)
Regression
Accommodated
Not accommodated
Monthly data of all brands
in fi ve categories, US
No evidence of signifi cant effects of
detailing and DTCA on brand level
demand
Shankar (
1997
)
Structural
Accommodated
Accommodated
Monthly, a pioneer and a
late entrant in a chronic
disease category, US
Optimal allocation of the pioneer's
marketing actions depends on the
structure of competition, the impact of
the late entrant on its elasticities, and
the elasticities of pioneer and late
entrant
Shankar (
2009
)
Structural
Accommodated
Partly
accommodated
Monthly data of
40 brands from eight
categories, US
It may be advantageous to spend
aggressively on the high-elasticity
marketing variable early to build
market share and escalate it over the
life cycle to maintain market
dominance
Shankar et al. (
1998
)
Diffusion
Not accommodated
Not accommodated
Monthly, 13 drugs
in two categories, US
Innovative late entrants can reduce
marketing effectiveness of the pioneer
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